Towards a Process Model for Efficient Customer Relationship Management System Selection

Friedrich, Ina; Breitner, Michael H.

Changes to the economic and competitive environment require a reorientation of companies’ communication activities, which has implications for the customer relationship management (CRM). Assistance provided by information communication technology (ICT) is an important component of reacting to these potential changes. The failure rate of CRM implementation projects is high when it comes to measuring the impact. It is crucial to evaluate system solutions before making an investment decision. Based on a literature review, the authors developed a CRM evaluation approach to select CRM systems that suit the particular needs of a company. This approach resulted in a CRM system selection (CRMSS) model that covers the whole process of evaluating CRM systems, once a CRM strategy has been defined, and before the implementation phase begins.

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Friedrich, Ina / Breitner, Michael H.: Towards a Process Model for Efficient Customer Relationship Management System Selection.

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